The Gym Group has launched its new enhanced membership package, 'Live It' across its network of 124 gyms. 'Live It' has been developed in response to member feedback and offers a range of attractive additional perks, including multi-gym access, bring a friend and unlimited body composition measurements.The launch campaign activity has been developed by Manchester-based creative agency, Dinosaur.'Live It' will be promoted to new and existing members with a multi-channel campaign centring around two brand films. The documentary-style shorts, directed by Emmy Award-winning director, Matt Bloom, and produced by The Gate, follow London-based gym members, Harriet and James.In the films, they talk candidly about challenges they faced, and The Gym’s role in helping them transform their physical and emotional wellbeing. The films are currently being shown in the gyms to encourage member conversion, with cut-downs featuring on paid and organic social accompanied by the hashtag '#ImLivingIt'. The campaign is further supported with eCRM, retargeting, competitions and specially designed gym classes – all working to build a picture of how ‘You get more out of the gym when you live it'.